Digital Out‑of‑Home Advertising Gains Momentum Worldwide

At the 20th OOH Advertising Convention (OAC 2026) in India, a panel of marketers and technology leaders discussed how out‑of‑home (OOH) can complement digital media rather than compete with it. Speakers emphasized better measurement, data‑driven creativity and collaborative industry efforts to capture a larger share of digital advertising budgets, citing India’s award‑winning OOH campaigns as examples of innovative formats beyond traditional billboards.

Meanwhile, New Zealand’s digital OOH company LUMO marked its 10‑year anniversary, noting that programmatic digital billboards now account for over 80% of OOH spend in the country and that the sector is set to become the second‑largest advertising medium. LUMO’s CEO Phil Clemas highlighted the company’s growth in inventory, real‑time campaign capabilities and the importance of strong client partnerships.